Taobao revamps cross-border shopping as demand for Chinese brands grows

TAOBAO is expanding its push into international markets with a revamped cross-border shopping experience, as the Chinese e-commerce platform seeks to attract consumers looking beyond low prices for distinctive products and original brands.

Announced on October 15, the overhaul introduces a new DISCOVER channel, a wider selection of curated products and improvements to shopping and delivery services for overseas customers.

Taobao said the changes reflected a shift in consumer preferences, with shoppers increasingly interested in quality, original designs and products that may be difficult to find in their local markets.

The platform has more than three billion products available for cross-border purchase, spanning categories such as fashion, home furnishings, electronics, pet supplies, designer toys and outdoor equipment.

The latest revamp centres on six areas under its “Everything and Anything” brand proposition: quality, taste, lifestyle, trends, smart living and surprise finds.

Ye Tian, general manager of Taobao Tmall World, said the company was responding to increasingly varied shopping preferences by improving product selection, personalisation and delivery services.

The changes include a new system that combines automated product screening with human curation, using four criteria — quality, distinctiveness, price competitiveness and service — to identify stores and products for international shoppers.

Taobao said the system had identified more than 4,000 original-brand stores and six million curated products.

Higher-value purchases gain ground

Taobao said interest in Chinese products had grown alongside the international popularity of designer toys, dramas, animation and games.

The company also noted that some international visitors to China use its app to buy products they discover during their trips, arranging for delivery to their hotels.

Figures from its 2025 Double 11 shopping festival showed that the number of cross-border shoppers spending more than 500 yuan (about RM300) per order increased 10% year-on-year, according to Taobao.

The company cited the increase as evidence of growing demand for products that offer more than affordability alone.

To cater to these shoppers, the new curation system is intended to make distinctive Chinese brands easier to find within Taobao’s extensive catalogue.

The selection covers a broad range of goods, from clothing and furniture to electronics, stationery, pet supplies and sports equipment. Taobao said the listings would be updated regularly to reflect new products and emerging trends.

DISCOVER channel showcases selected brands

The new DISCOVER channel groups selected stores and products into 15 themed categories, including women’s fashion and footwear, menswear, furniture, toys, stationery, pet supplies, fitness products and automotive accessories.

Users can browse featured products, explore brands’ designs and learn more about the businesses behind them, with recommendations tailored to their interests.

However, the feature is available only on the Chinese-language version of the Taobao app and is not supported on the multilingual version used by international shoppers.

Taobao is also introducing additional shopping tools, including virtual clothing try-ons, virtual makeup, augmented reality previews for furniture, voice search and pet care guides.

The company said it planned to roll out more than 30 virtual lifestyle assistants covering topics such as personal styling and baking, allowing users to seek guidance and narrow down their choices.It is also developing locally focused content through features such as Taobao NowWear, Taobao Trend and product rankings, which connect shopping recommendations with trends in individual markets.

Delivery and returns among key improvements

Taobao is also upgrading its official cross-border logistics services, focusing on delivery timelines, shipping costs and the handling of lost or damaged parcels.

The company said it had invested in cross-border infrastructure since 2016, building a direct-shipping network covering 20 markets by 2025. Free shipping has been introduced in selected markets.

Depending on market conditions, delivery options include one-, three- and six-day commitments, with the aim of giving shoppers greater certainty over arrival times and shipping costs.

Other measures include one-tap direct shipping, end-to-end parcel tracking and flat-rate shipping for bulky items across 10 markets.

In Hong Kong, the service includes door-to-door delivery and furniture installation, while Singapore has introduced free shipping for large furniture, according to Taobao.

The company said customers would receive compensation for lost or damaged parcels, with customer service available to assist throughout the process.

Local return services have also been upgraded in 13 markets to give more cross-border shoppers access to nearby return options.

Taobao is promoting the revamped shopping experience through a partnership with Chinese actor Zhang Linghe ahead of this year’s Double 11 shopping festival. – October 18, 2026